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An integrated model predicting customers’ continuance behavioral intention and recommendations of users: a study on mobile payment in emerging markets

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  • Shalini Srivastava

    (Jaipuria Institute of Management
    Jaipuria Institute of Management)

  • Nidhi Singh

    (Jaipuria Institute of Management
    Jaipuria Institute of Management)

Abstract

The present study combines three models, namely TPB (Theory of planned behavior), Big 5 personality traits, and TAM (technology adoption model), to measure continuance behavioral intention, electronic word of mouth (e-word of mouth), and recommendations of users. Data were collected from 280 respondents using a convenience sampling technique and standardized instruments. Statistical techniques such as reliability, validity, and mediation analysis were carried out through SPSS and Macro Process (Hayes). The study highlighted the importance of TPB, TAM, and Big 5 personality traits models on continuance intention. It identified a few vital dimensions (ease of use, personality, attitude, perceived behavior, subjective norms) that may directly or indirectly affect a user's continuance behavioral intention, satisfaction, personal and electronic recommendations to others. The findings of the study contribute by identifying the relevant determinants of continuance intention; these determinants should be analyzed by marketing firms, payment providers, and policymakers to enhance the continuance of adoption of mobile payment services.

Suggested Citation

  • Shalini Srivastava & Nidhi Singh, 2023. "An integrated model predicting customers’ continuance behavioral intention and recommendations of users: a study on mobile payment in emerging markets," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 236-254, June.
    • Handle: RePEc:pal:jofsma:v:28:y:2023:i:2:d:10.1057_s41264-022-00147-y
    DOI: 10.1057/s41264-022-00147-y
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    References listed on IDEAS

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    2. Ying-Kai Liao & Hong-Loc Thi Nguyen (Rush) & Tuan Cong Dao & Phuong-Thy Thi Nguyen & Hum Sophea, 2024. "The antecedents of customers’ attitude and behavioral intention of using e-banking: the moderating roles of social influence and customers’ traits," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1037-1061, September.
    3. Arghya Ray & Muskan Jain & Lan Ma & Khalid Hussain Alhamzi & Ananya Ray & Long She, 2024. "The impact of personality traits, barriers and gamification on Gen X continuance intention for mobile credit bill payment apps," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1154-1174, September.
    4. Swaraj S. Bharti & Kanika Prasad & Shwati Sudha & Vineeta Kumari, 2023. "Customer acceptability towards AI-enabled digital banking: a PLS-SEM approach," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(4), pages 779-793, December.

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